The making of marketing decisions in modern marketing environments

Fredrik Nordin*, Annika Ravald

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

6 Citations (Scopus)


Currently, marketing is undergoing a major shift driven by environmental disruptions and advances in marketing technologies. This shift has implications for marketing decision-making. However, research on how marketing managers navigate modern marketing environments’ complex, volatile, and data-intensive nature is limited. This study addresses this gap by qualitatively analyzing marketing managers’ decision-making processes in 15 companies. Using the naturalistic decision-making approach and the situative perspective on cognition and action as theoretical lenses, we identify three key characteristics of decision-making in modern marketing environments—namely, agility, inventiveness, and reflexiveness. Our findings provide empirically grounded insights into the cognitive and behavioral processes involved in marketing decision-making and contribute to a deeper understanding of how managers navigate—and respond to—modern marketing environments’ challenges.
Original languageEnglish
Article number113872
Peer-reviewed scientific journalJournal of Business Research
Issue numberJuly
Publication statusPublished - 28.03.2023
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • decision-making
  • managerial
  • modern marketing environments
  • situated cognition
  • naturalistic decision-making

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Service and customer-oriented management


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